To read this content please select one of the options below:

Reducing temptation to switch mobile data service providers over time: The role of dedication vs constraint

Stephanie Hui-Wen Chuah (School of Management, Universiti Sains Malaysia, Penang, Malaysia)
Philipp A. Rauschnabel (Faculty of Business, Universität der Bundeswehr München, Neubiberg, Germany)
Ming-Lang Tseng (Institute of Innovation and Circular Economy, Asia University, Taichung, Taiwan)
T. Ramayah (School of Management, Universiti Sains Malaysia, Penang, Malaysia)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 16 August 2018

Issue publication date: 28 September 2018

660

Abstract

Purpose

The purpose of this paper is to propose a dedication-constraint-temptation (DCT) model to study the factors influencing customers’ loyalty to mobile data service (MDS) providers. The DCT model explicitly explores the important yet overlooked role of alternative attractiveness (the temptation-based mechanism) as a mediator and the boundary condition of their interrelationships (e.g. relationship length). The model also integrates new and established antecedents of customer-based brand equity (C-BBE) (the dedication-based mechanism) and switching barriers (the constraint-based mechanism).

Design/methodology/approach

The proposed model is tested using partial least squares–structural equation modeling with a sample of 331 MDS users.

Findings

The results indicate that C-BBE has an indirect effect on customer loyalty (via alternative attractiveness) in both relationship groups (shorter- vs longer-term). However, the indirect effect of switching barriers on customer loyalty only exists in longer established relationships. The results from multi-group analysis reveal that the effect of switching barriers on alternative attractiveness significantly differs across groups. In addition, customer value anticipation and procedural switching costs appear to be the most salient antecedents of C-BBE and switching barriers for both groups.

Originality/value

This study makes an incremental contribution by incorporating the temptation-based mechanism as a mediator and relationship length as a moderator into the dedication-constraint model. This study also extends the information systems and brand management literatures by demonstrating the strategic importance of customer value anticipation in the information and communication technology brand equity-building.

Keywords

Acknowledgements

The authors gratefully acknowledge valuable feedback from Nichola Robertson, Reto Felix, Daniel Hein, as well as from the reviewers and conference chairs of the Eighth International Research Symposium in Service Management (IRSSM-8) on the prior version of this manuscript. The authors also thank Mostafa Rasoolimanesh and Wai-Yan Wong for their research assistance. In addition, the authors would like to express their great appreciation to the Editor Alain Chong and two anonymous IMDS reviewers for their constructive comments.

Citation

Chuah, S.H.-W., Rauschnabel, P.A., Tseng, M.-L. and Ramayah, T. (2018), "Reducing temptation to switch mobile data service providers over time: The role of dedication vs constraint", Industrial Management & Data Systems, Vol. 118 No. 8, pp. 1597-1628. https://doi.org/10.1108/IMDS-07-2017-0326

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles